Nudging climate action: exploring the impact of active default choices on renewable energy program participation

Peterson, Ted; Tollefson, Kacey

doi:10.1007/s12053-023-10164-y

Cited by 5 publications

(1 citation statement)

References 39 publications

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“…These real-world and longitudinal studies show the impact that defaults can have on green energy consumption. Peterson and Tollefson (2023) studied decision-making and default choices among adult utility customers in the United States and found that the susceptibility to "nudging" people into green energy choices is influenced by demographic factors. However, the opt-out framing alone contributed to the most significant results across all variables.…”

Section: Literature Reviewmentioning

confidence: 99%

The Effect of Default Options on Choice of Electricity Utility at Grid Parity: A Mixed Methods Study

Burbach,

Moncure,

Kennedy

et al. 2023

JMS

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Alternative energy, or green energy, has the potential to mitigate carbon dioxide emitted from conventional power sources, particularly at grid parity – the point at which alternative energy reaches a levelized electricity cost that is less than or equal to purchasing grid-supplied electricity. This mixed methods study examined the effect of defaults on electricity utility selection at grid parity by young people who may be choosing a utility for the first time or may have recently experienced choosing a utility. Additionally, we investigate the justification of participants’ choice of electricity utility. A chi-squared test determined that the gray electricity utility was chosen significantly more often in the gray default condition than in either the no default or green default conditions confirming the influence of defaults even at grid parity. Those who selected green energy regardless of the default scenario expressed that they did so because the alternative energy option was the same price, but cleaner. Those who chose the conventional energy source regardless of default conveyed doubt that green energy would remain at grid parity and held a belief that conventional energy is more reliable along with feeling manipulated by the green utility’s informational message. Results from this study indicate that continuing to offer gray energy as the default and green energy as the alternative could adversely impact the predicted large-scale shift in generation from gray energy sources to green energy sources when grid parity is prevalent.

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Section: Literature Reviewmentioning

confidence: 99%

The Effect of Default Options on Choice of Electricity Utility at Grid Parity: A Mixed Methods Study

Burbach,

Moncure,

Kennedy

et al. 2023

JMS

View full text Add to dashboard Cite

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Optionally green: The effect of hybrid product default policy on consumer response to hybrid products

Usrey,

Saridakis,

Theotokis

2024

Psychology and Marketing

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In today's marketplace, products can feature both “green” and “non‐green” attributes and consumers, with the press of a button, can select their preferred operating mode (green vs. nongreen). In this research, we define such products as hybrid, arguing that their choice architecture design—specifically, the default operational mode—plays a pivotal role in influencing consumer evaluation and purchase behavior. In four experiments, we found that consumers view a hybrid product as more environmentally friendly when the green mode is the default setting and can be turned off (opt‐out), rather than when the green mode must be activated (opt‐in). Specifically, we show that, when efficiency (vs. effectiveness)—related attributes are valued, the opt‐out (vs. opt‐in) default policy enhances purchase behavior. Moreover, we find that this effect is mediated by green attribute centrality, in that consumers perceive the opt‐out (vs. opt‐in) default policy as more central. Finally, we find that the effect of default policy is stronger for consumers with an analytical, as opposed to a holistic, thinking style. This article contributes to both default policy and hybrid product literature and provides managerial implications for the design and promotion of hybrid products.

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Green Nudging: A Behavioral Approach to Environmental Policies

Bonini,

Dorigoni

2024

World Sustainability Series

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Nudging climate action: exploring the impact of active default choices on renewable energy program participation

Cited by 5 publications

References 39 publications

The Effect of Default Options on Choice of Electricity Utility at Grid Parity: A Mixed Methods Study

The Effect of Default Options on Choice of Electricity Utility at Grid Parity: A Mixed Methods Study

Optionally green: The effect of hybrid product default policy on consumer response to hybrid products

Green Nudging: A Behavioral Approach to Environmental Policies

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